The transition to the Russian brand Tenet from the Chery name, which is familiar to Russians, carries certain risks for the manufacturer and may negatively affect the perception of the brand. This was stated by Evgeny Zhitnukhin, Commercial Director of the FRESH automotive marketplace.
With the organization of a full-cycle production, the model range is likely to be reduced. It is beneficial to concentrate on several hits rather than "spreading the porridge of sales on a plate."
He believes that buyers will be most interested in the Tenet T7 (analogue of Chery Tiggo 7L) and T4 (analogue of Chery Tiggo 4) models. The average cost of Tenet cars will range from 2.5 to 3.5 million rubles.
Tenet will have a high degree of localization, including painting and welding of bodies, which will positively affect pricing, according to Ilya Petrov, Retail Sales Director of Avilon Group.
Igor Morzharetto, Editor-in-Chief of Radio Avtodor, recalled that from 2026, the new brand should completely replace Chery in the Russian market. He called these plans realistic.
The main thing is to correctly explain to the buyer that he is purchasing a reliable modern car of a well-known brand, only under a new name.
It is worth recalling that cars of the Tenet brand are assembled at the AGR plant in Kaluga. The first brand was the Tenet T7 crossover. The cars are assembled in a full cycle.
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